Chris Brogan: Viral Advertising- How It Will Really Work
Melissa (Pronoia) Pierce
· 1 year ago
This ad is great in that it teaches and still manages to be cool. Your right, this is an ad I'd share with my friends. Totally great strategy: Engage, inspire, validate (graffiti as art) teach. + music and beautiful graphics, what's not to want to pass on? Thanks for infecting yet another fan.
Eric Beato
· 1 year ago
Fascinating ad, and interesting post about viral advertising and word-of-mouth marketing. Lessons abound. Thanks!
Melissa (Pronoia) Pierce
· 1 year ago
as a follow-up, I just showed it to my husband, who loved it until he realized it was an ad. He is now furious that he wasted his time and got duped by an adidas ad. When is it crossing the line between cool media to trojan horse marketing?
Nicholas Tolson
· 1 year ago
The question people will always ask is, "How can I make my video go viral?" Or a different side of the same coin, "Why did that video go viral?"
Quality is key for a product to succeed, but it's also important for virality (is that a word?). The quality is there in this ad. If there wasn't, why would anyone pass it on?
More importantly, I think, is the content of this video. It's informative. In this case, it's also got the advantage of the subject matter - graffitti - being something that sort of has a shadowy image to it so the content is interesting in that respect and is something people naturally want to hear about.
And the guy's accent doesn't hurt either. :)
People are always looking for some sort of hook, some magic trick, to make something go viral. Focus on the pieces you have the most control over, overall quality and informative content, and let the rest take care of itself.
Wayne Sutton
· 1 year ago
Chris, I agree with this statement: "Quality is still at the heart of anything that succeeds" The video quality looks very professional but I think it's about 30 to 60 seconds to long.
As for sharing, I won't share this video on my site because it's not relative to my audience and although I think is cool and I'll like the artist work it doesn't have that amazement wow factor to make me want to share it unless I was making a blog post about companies and viral videos like yours.
Also this is a great post for everyday video bloggers and viral marketers. Soon videos will be expected to be at a higher quality even though you want it to look or be viral. Viral doesn't mean looking like it was home made, to me it means non-traditional, short and to the point using a creative manor.
I'm @waynesutton on twitter and I'm going to share this blog post by tweeting it.
James Walker
· 1 year ago
Really nice ad. It was really engaging and tastefully promoted a brand while giving us a look into a cool micro-culture, that of graffiti artist. I'm sold.
jbenson2
· 1 year ago
Where's the cops? This guy needs to cool his butt in jail for a few weeks.
david usher
· 1 year ago
whats interesting about it is that its giving us something as well as branding adidas. i wanted to watch because it was like a mini doc. mixing teaching and brands. who knew:)
Stephen Hopson
· 1 year ago
Is that really an ad? It seems a lot longer than the customary 30 second spot.
Eric Susch
· 1 year ago
Interesting, though the content itself is a little belabored. Half the video is taken up with this guy explaining the bit about the sharp lines over and over. I would have liked to see more about other techniques as well as more video of him actually painting instead of just talking about it. It also has a bit of ad agency "creamy goodness" feel to it which I see as a negative. B+ for content.
Should we call this type of video an advertisement? I'm not sure. The content doesn't really have anything to do with Adidas except when he paints the logo. It seems more like a "sponsored video" to me. I like that. I'd watch these types of videos. I wouldn't watch internet videos if they were just ads trying to get me to buy their product.
James Connors
· 1 year ago
That was a really cool video.
Like you, I ended the spot by thinking, "interesting." I think the media bit is an interesting crossover between ad and art. Part of me sees it as a great convergence, but another part thinks it's a sneaky sort of sell out. Since they don't really disclaim that it's an ad but they also have clear placement in the media....
Just my thoughts.
josh909
· 1 year ago
worked for me... i posted it onto a friend's Facebook page that I knew would appreciate it.
i particularly liked the way that the branding was subtly introduced... first the shoes in the character on the wall, then the blue, then the stripes, and finally the logo.
i far preferred this to Marc Ecko 'Airforce 1' viral video which if i'm correct was one of the most successful viral videos to date (however had a massive budget).
i give it 4 out of 5 stars.
Wendy Ragiste
· 1 year ago
It's an advert if it was produced with the aim of getting a brand's chosen message to an audience. Which it was, so ad it is.
All Comments
Quality is key for a product to succeed, but it's also important for virality (is that a word?). The quality is there in this ad. If there wasn't, why would anyone pass it on?
More importantly, I think, is the content of this video. It's informative. In this case, it's also got the advantage of the subject matter - graffitti - being something that sort of has a shadowy image to it so the content is interesting in that respect and is something people naturally want to hear about.
And the guy's accent doesn't hurt either. :)
People are always looking for some sort of hook, some magic trick, to make something go viral. Focus on the pieces you have the most control over, overall quality and informative content, and let the rest take care of itself.
As for sharing, I won't share this video on my site because it's not relative to my audience and although I think is cool and I'll like the artist work it doesn't have that amazement wow factor to make me want to share it unless I was making a blog post about companies and viral videos like yours.
Also this is a great post for everyday video bloggers and viral marketers. Soon videos will be expected to be at a higher quality even though you want it to look or be viral. Viral doesn't mean looking like it was home made, to me it means non-traditional, short and to the point using a creative manor.
I'm @waynesutton on twitter and I'm going to share this blog post by tweeting it.
Should we call this type of video an advertisement? I'm not sure. The content doesn't really have anything to do with Adidas except when he paints the logo. It seems more like a "sponsored video" to me. I like that. I'd watch these types of videos. I wouldn't watch internet videos if they were just ads trying to get me to buy their product.
Like you, I ended the spot by thinking, "interesting." I think the media bit is an interesting crossover between ad and art. Part of me sees it as a great convergence, but another part thinks it's a sneaky sort of sell out. Since they don't really disclaim that it's an ad but they also have clear placement in the media....
Just my thoughts.
i particularly liked the way that the branding was subtly introduced... first the shoes in the character on the wall, then the blue, then the stripes, and finally the logo.
i far preferred this to Marc Ecko 'Airforce 1' viral video which if i'm correct was one of the most successful viral videos to date (however had a massive budget).
i give it 4 out of 5 stars.